KBB - October 2013 - (Page 39)

dealer dish Showrooming What retailers are experiencing with today’s potential client There is still a solid belief in our industry that the best way to sell our goods is to be established in the old-fashioned brick and mortar—a business both trustworthy and sound. A showroom is a high-priced commitment by its owner to offer beautiful displays and convenience in a way that can improve the communication and remodeling experience for all involved. Not long ago, this was considered to be the hallmark of reliability. I can recall not long before that when handshakes were as reputable as a contract, but I digress to the good old days. There is an increasing trend in the industry to render the same offerings in the way of sales without a showroom. That is, of course, through the Internet. From a warehouse in the middle of nowhere or a low overhead guest room in a home, companies are formed to sell cabinets, tile, appliances, plumbing fixture, light fixtures, etc., and all may be obtained for a lesser price. It should come as no surprise that the Internet has been invading the world of renovation for quite some time, but keeping up with the information any homeowner can acquire and the discounted prices they are receiving is arduous at best. Though shopping online is mainly about the price, homeowners most likely will not click away thousands of dollars without more information or proof of the item’s value without physically seeing or touching it. So before a commitment to a purchase, they head out to the nearest location to view their desired merchandise.This is called “showrooming,” and this is where yours comes in. I’ve had some experience with this while working in a showroom, and here’s how it has been told by others as well. How it normally might work is the homeowner may find a remodeling idea online or in a magazine and then seek it out offline in the form of a showroom. After questioning the designer/dealer about the details of materials and their prices, he/she may go back online to research the best prices available. This may or may not have a negative affect on you, but there is certainly potential for feeling violated should you never see or hear from that person again, or worse, if you allow yourself to be reduced to selling just a few items at a discount. Potential Solutions So there you sit Monday through Friday from 9 to 5 in a clean, updated, colorful dream of a showplace that your hard-earned cash paid for to accommodate any particular taste that may walk in. Your experience and knowledge alone is worth more than all the yearly upgrades to your displays, and your design abilities are more valuable still. Knowing a possible showroomer may be your next potential client, what do you do? Well, if you sense you are being used, there are two ways to approach them: Cut the time you spend on this non-customer, or make him/her one by talking up your value-add to the entire project. Ask what they deem is important, and let them sell themselves to you. Those in the kitchen and bath industry suggest a few other things: • Know and be confident in your design talents and your products, i.e.; express your philosophies, talk about your imperative duties as the designer, let your creativity adjust the costs instead of discounting. If they don’t get it, let the doorknob hit ‘em. • Choose low-maintenance materials that suit your overhead (nothing that causes call backs, refunds or time-consuming details, associate with easy to deal with business people). • Know your clientele. Recognize the different types of potential clients. i.e.; those that need more assistance than others, those interested only in the design or a few items. • Make things easy for yourself. Choose smaller over larger square footage space. Lessen your overhead. Focus on specific offerings and/or materials. • Offer deals on items you know will work in the overall profit. • Offer a walk-up computer prepped with links to only the products you support. One thing is for sure, dropping or matching the Internet price will only get you “that” client. It’s best not to invest in those you can sense will be difficult and draining from the beginning. Everyone has spent some time in the red because of that type of client. I don’t know anyone who can afford to take the chance now. In reality, we’ve been ripped off in this industry one way or another in decades passed. It doesn’t happen that often, nor is it that different from the way we are being dooped now. It just feels sneakier. So if you sense you’ve got a showroomer on you hands, do what you would during any other unfavorable time; maintain the good old-fashioned business ethics that got you here in the first place. That’s something the showroomers or the Internet cannot violate. n —Lynn Aspatore is the owner of LP Designs, a kitchen and bath design and space-planning firm in Walnut Creek, Calif. www.kbbonline.com / October 2013 + K BB 39 http://www.kbbonline.com

Table of Contents for the Digital Edition of KBB - October 2013

KBB - October 2013
Contents
Online Contents
Editor’s Note
Show Director’s Note
Celebrity Design with...Nicole Curtis
Universal Design
Trends
Products
Reader’s Choice Awards
KBIS Countdown to Design & Construction Week
Dealer Dish
Design
Magical Transformation
Let there be Light
Industry Viewpoint

KBB - October 2013

https://www.nxtbook.com/emerald/kbb/202205
https://www.nxtbook.com/emerald/kbb/202203
https://www.nxtbook.com/emerald/kbb/202201
https://www.nxtbook.com/emerald/kbb/202201_v2
https://www.nxtbook.com/emerald/kbb/202111
https://www.nxtbook.com/emerald/kbb/202110
https://www.nxtbook.com/emerald/kbb/202109
https://www.nxtbook.com/emerald/kbb/202107
https://www.nxtbook.com/emerald/kbb/202105
https://www.nxtbook.com/emerald/kbb/202104
https://www.nxtbook.com/nxtbooks/kbb/202102
https://www.nxtbook.com/nxtbooks/kbb/202102_v2
https://www.nxtbook.com/nxtbooks/kbb/202101
https://www.nxtbook.com/nxtbooks/kbb/20201112
https://www.nxtbook.com/nxtbooks/kbb/202010
https://www.nxtbook.com/nxtbooks/kbb/202009
https://www.nxtbook.com/nxtbooks/kbb/20200708
https://www.nxtbook.com/nxtbooks/kbb/20200506
https://www.nxtbook.com/nxtbooks/kbb/202004
https://www.nxtbook.com/nxtbooks/kbb/20200203
https://www.nxtbook.com/nxtbooks/kbb/202001
https://www.nxtbook.com/nxtbooks/kbb/20191112
https://www.nxtbook.com/nxtbooks/kbb/201910
https://www.nxtbook.com/nxtbooks/kbb/201909
https://www.nxtbook.com/nxtbooks/kbb/20190708
https://www.nxtbook.com/nxtbooks/kbb/20190506
https://www.nxtbook.com/nxtbooks/kbb/201904
https://www.nxtbook.com/nxtbooks/kbb/20190203
https://www.nxtbook.com/nxtbooks/kbb/201901
https://www.nxtbook.com/nxtbooks/kbb/201811
https://www.nxtbook.com/nxtbooks/kbb/201810
https://www.nxtbook.com/nxtbooks/kbb/20180910
https://www.nxtbook.com/nxtbooks/kbb/20180708
https://www.nxtbook.com/nxtbooks/kbb/20180506
https://www.nxtbook.com/nxtbooks/kbb/201804
https://www.nxtbook.com/nxtbooks/kbb/20180203
https://www.nxtbook.com/nxtbooks/kbb/201801
https://www.nxtbook.com/nxtbooks/kbb/201711
https://www.nxtbook.com/nxtbooks/kbb/201710
https://www.nxtbook.com/nxtbooks/kbb/201709
https://www.nxtbook.com/nxtbooks/kbb/20170708
https://www.nxtbook.com/nxtbooks/kbb/20170506
https://www.nxtbook.com/nxtbooks/kbb/201704
https://www.nxtbook.com/nxtbooks/kbb/20170203
https://www.nxtbook.com/nxtbooks/kbb/201701
https://www.nxtbook.com/nxtbooks/kbb/20161112
https://www.nxtbook.com/nxtbooks/kbb/201610
https://www.nxtbook.com/nxtbooks/kbb/201609
https://www.nxtbook.com/nxtbooks/kbb/20160708
https://www.nxtbook.com/nxtbooks/kbb/20160506
https://www.nxtbook.com/nxtbooks/kbb/201604
https://www.nxtbook.com/nxtbooks/kbb/20160203
https://www.nxtbook.com/nxtbooks/kbb/201601
https://www.nxtbook.com/nxtbooks/kbb/20151112
https://www.nxtbook.com/nxtbooks/kbb/201510
https://www.nxtbook.com/nxtbooks/kbb/201509
https://www.nxtbook.com/nxtbooks/kbb/20150708
https://www.nxtbook.com/nxtbooks/kbb/20150506
https://www.nxtbook.com/nxtbooks/kbb/201504
https://www.nxtbook.com/nxtbooks/kbb/20150203
https://www.nxtbook.com/nxtbooks/kbb/201501
https://www.nxtbook.com/nxtbooks/kbb/20141112
https://www.nxtbook.com/nxtbooks/kbb/201410
https://www.nxtbook.com/nxtbooks/kbb/201409
https://www.nxtbook.com/nxtbooks/kbb/20140506
https://www.nxtbook.com/nxtbooks/kbb/201404
https://www.nxtbook.com/nxtbooks/kbb/201403
https://www.nxtbook.com/nxtbooks/kbb/201402
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201401
https://www.nxtbook.com/nxtbooks/nielsen/kbb_20131112
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201310
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201309
https://www.nxtbook.com/nxtbooks/nielsen/kbb_20130506
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201304
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201303
https://www.nxtbook.com/nxtbooks/nielsen/kbb_20130102
https://www.nxtbook.com/nxtbooks/nielsen/kbb_20121112
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201209
https://www.nxtbook.com/nxtbooks/nielsen/kbb_20120506
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201204
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201203
https://www.nxtbook.com/nxtbooks/nielsen/kbb_20120102
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201112
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201109
https://www.nxtbook.com/nxtbooks/nielsen/kbb_20110506
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201104
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201103
https://www.nxtbook.com/nxtbooks/nielsen/kbb_20110102
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201011
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201009
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201006
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201004
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201003
https://www.nxtbook.com/nxtbooks/nielsen/kbb_20100102
https://www.nxtbook.com/nxtbooks/nielsen/kbb_20091112
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200909
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200910
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200908
https://www.nxtbook.com/nxtbooks/nielsen/kbb_20090607
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200905
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200904
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200903
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200902
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200901
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200812
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200811
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200810
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200809
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200808
https://www.nxtbookmedia.com